The common factor was the use of the white space in putting our message across. This was regardless of whether the media was a printed booklet, the Internet, outdoor advertising, direct marketing or snow. People first believed that the actual sneakers are missing from the pictures, but then realised the campaign message of white sneakers being the hot item this Spring were available at Intersport.

Observation: 68% (Campaign poll)Liking: 89% (Campaign poll)Sales: +25% above target.Total in-store sales: +9% above target.Other: The campaign was discussed in retail industry press as well as general business press.